Branding and Packaging Design for "It's Good Pasta"

When National Pasta decided to establish its own brand, moving beyond white-labeling, we started by focusing on the name. Interestingly, the name emerged organically from conversations with the owner, who kept emphasizing, "It's Good Pasta" when describing his products—and the name stuck. I led the entire brand development process, from naming to creating a cohesive brand identity. This included collaborating with a talented photography team and skilled food stylists to capture authentic food images, writing compelling copy, and designing the packaging. My vision was clear: to keep the brand as genuine as the product itself. I emphasized to the stylist the importance of realism, ensuring that what consumers see on the package is exactly what they get inside.

It's Good Gluten Free Pasta

In the midst of designing packaging for their Cannelloni and Lasagna, National Pasta presented us with a new challenge: creating packaging for their Gluten-Free, legume, and vegetable-based pasta line.

We approached this project by using the vibrant colors of the pasta to color-code each box, making it easy for consumers to identify different varieties at a glance. To celebrate the brand's Italian heritage, we incorporated linear renderings of iconic Italian cities into the background design, adding a touch of authenticity and elegance. A die-cut window in the lower third of the box reveals the rich colors and unique shapes of the pasta, giving consumers a glimpse of the quality product inside.

This design not only stands out on shelves but also communicates the natural and wholesome qualities of the gluten-free pasta line.

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